Changes and updates in the world of content marketing happen quickly and often and it is hard to keep up with the whirlwind of news. We here at BLASTmedia spend a good amount of time with our nose in the Internet books, making sure we keep up on the latest and greatest to help serve our clients. Below are just a few of the most prominent marketing must-knows from the past week:
The utilization of content marketing has exploded over the past few years. Case in point, the explosion of searches for “content marketing” according to Google Trends:
While the concept isn’t new, the sheer amount of noise on the internet has changed every brand’s approach to getting their message heard by the right people (at the right time). Spending resources on creating stellar pieces of content that are more about the end reader and less about a brand is working well for everyone from Coke to IBM.
But what about brands that don’t have the resources of Fortune 500 companies? How do they ensure that they not only create great content, but that that content gets in front of the right audience? More and more, PR pros are stepping in to help, wearing the hats of both content creators and distributors for their clients.
Magic vs. Bird. Tyson vs. Holyfield. Brady vs. Manning. These battles between heavyweights are as divisive as they are decisive. Fans of each side are set with their arguments and prepared to go 10 rounds to defend their position, no matter how much hurt they take.
A similar, impassioned fight is brewing in the world of marketing, as content marketing and native advertising are set to go head-to-head for brand budget dollars. As companies are looking to achieve the best results while still running lean and mean, the industry awaits to see if one strategy will deliver a knockout punch. Meanwhile, brands must wade through a plethora of information to decide what is best for them. To help cut through the clutter, we put together a list of questions to ask before deciding whether content marketing or native advertising is the right choice for you.
Starting today, Facebook is rolling out a feature to allow news organizations to host articles directly on the site (versus posting links back a website), dubbed Instant Articles. Despite the possibility that utilizing this feature might damage the amount of traffic the social platform sends back to a publisher’s website, major outlets like The New York Times and Buzzfeed have signed on to participate. While Facebook desktop users won’t notice as much of a visual difference, those on iPhones will notice motion graphics and photos drawing their attention to Instant Articles (along with quicker load times then a publisher’s mobile site). Facebook has offered pretty hefty incentives to get these big publishers to sign on, including allowing the selling and embedding of ads directly into content (with 100 percent% of the proceeds going back to the publisher) and collection of data on the readers of the articles. So what does this mean for content marketers and the news outlets they work with? Read More
April showers bring May flowers as the saying goes – but over here at BLASTmedia, it is also raining client success! As, like the buds, the birds and the bears, we are all just emerging from the winter doldrums, our clients have already sprung into success with top-tier media coverage.
Dark social. It sounds so ominous, like a mixer for Slytherin or a Halloween OPI nail color, but in reality it’s a term all savvy marketers should learn if they want to know the true reach and impact of their content.
Coined by The Atlantic’s Alex Madrigal in 2012, dark social is content that is shared over a private communication channel – think email, Gchat, text message – and isn’t tracked by analytics software. Most of us share this way on a daily basis (coughBuzzfeedarticlescough), but the act never had a name. So just how prevalent is dark social and why is it important for marketers in 2015?